Cable companies appear to be migrating toward a new approach in the fight against cord cutting, with the New York Post describing the strategy as being more like Netflix.
“US pay TV customers will have more chances this fall to catch up on shows in midseason as networks increase video-on-demand offerings in their battle to keep audiences from jumping to streaming services,” the Post reports. “The shift is part of the jockeying among television networks, cable and satellite providers, and online subscription services like Netflix to attract viewers and maximize profits in an industry undergoing rapid change.”
“To feed consumers’ desire for the binge viewing made popular with streaming services, the networks are promising a significant increase in on-demand access to episodes of current seasons through set-top boxes, websites and mobile apps,” the report adds.
The Post quotes CBS Entertainment President Glenn Geller saying: “Being able to catch up is clearly important. Fans want to watch the shows when they want to watch them.”
The report adds: “TV networks have concluded that more access for viewers can be good for business, said Alan Wurtzel, president of research and media development at Comcast-owned NBCUniversal. In one survey, 54 percent of people said they would not start watching a current TV series if they could not watch all prior episodes.”
Wurtzel, speaking at the recent TCA summer press tour, said: “It’s a huge issue. This is what people want, and we have to figure out a way to get it to them.”